What is Content Marketing? - Definition & Purpose

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  • 0:02 Content Marketing: Defined
  • 0:21 Traditional vs.…
  • 1:34 Purpose of Content Marketing
  • 2:57 Lesson Summary
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Lesson Transcript
Instructor: Da'Shira Jackson

Da'Shira has a Master's degree in Information Design and Technology.

In this lesson, we'll explore what content marketing is and the purpose behind it. Examples will be discussed and compared to other forms of marketing.

Content Marketing: Defined

Content marketing is the process of creating relevant material to reach new customers and retain existing customers. The information that is included should be directly related to your business or service.

Traditional vs. Content Marketing

Now that we have a basic definition of content marketing, let's compare it to traditional marketing. Imagine that you own a store that sells various tech gadgets like cameras and computers. You receive a new camera charger that charges batteries in half the time of other chargers. There are two approaches you can take when marketing your product.

If you choose the traditional marketing approach, you can create a poster, informational brochure, or fliers to hand out to customers or hang in the store. Traditional marketing is often created to inform the customer about the product, business, or service. It relies heavily on persuading the target audience. Examples of traditional marketing include:

  • TV and radio commercials
  • Newspaper and magazine ads
  • Direct mail advertisements and brochures
  • Billboards and signs

If you choose the content marketing approach, you could create a blog post or video that showcases the product and its various functions. Content marketing takes a more organic approach to reach customers and is created to showcase how the product, business or service can be useful. It gives the consumer the power, and ultimately the choice, to purchase. Examples of content marketing include:

  • Email newsletters
  • Website articles
  • Blog posts
  • Webinars and podcasts
  • Social media

Purpose of Content Marketing

The purpose of content marketing is to show customers how your product or service can be used in their lives. Think about a time that you visited the website of your favorite clothing store and saw an article or blog post that listed the current trends. Did you notice that many of the items mentioned were available for purchase on their website? This is one example of how a company would use content marketing.

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